Factors influencing trust and purchase intention in live streaming: the moderating effect of product type

Abstract

Nowadays, ecommerce has witnessed rapid growth, driving businesses to seek innovative sales strategies. In particular, live streaming has emerged as a remarkable phenomenon in recent years. Live streaming is not only a method of interaction but also an effective sales channel and is increasingly attract many businesses. This study applied elaboration likelihood model and trust transfer theory, along with analysis of research results to build a proposed research model. The main purpose of this study is to analyze the factors affecting trust and purchase intention through live streaming. Previous studies on simultaneous analysis of factors of perceived quality, brand, product type and source credibility are scant till date. Therefore, the relationship between factors of perceived product quality, brand awareness, source credibility, trust and purchase intention is proposed. The results show that most of the relationships in the model are positive. In addition, the moderating effect of product type is also proposed. Consequenty, the study will provide analysis of the results and managerial implications on the related issues proposed in the model to the current status of live streaming implementation of businesses. The research model was empirically tested using data collected from 302 respondents via convenience sampling. Data analysis was conducted using SPSS 25 and SmartPLS 4.0.